MARK 4500 Chapter Notes - Chapter 14: Mystery Shopping, G1 Phase, Internal Communications
10 Jun 2018
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CHAPTER 14 – Improving Service Quality and Productivity
Service Quality and Productivity
− Quality – focuses on the benefits created for customers
− Productivity – addresses financial costs incurred by firm
o Importance:
▪ Keeps costs down
▪ Firms can spend money improving customer service
▪ Seue fi’s futue with R&D spedig
▪ May impact service experience
Perspectives of Service Quality
− Transcendent: quality = excellence (experience necessary)
− User-based: maximum satisfaction (eyes of beholder)
− Manufacturing-based: quality in conformance to firms specifications
− Value-based: quality is a trade-off between price and value
Dimensions of Service Quality
− Tangibles, Reliability, Responsiveness, Assurance, Empathy
The Gaps Model
1. Gap 1: The Knowledge Gap
a. What senior management believes customers expect and what consumers actually expect
b. Solution – educate management
2. Gap 2: The Policy Gap
a. Setting standards below customer expectations (cost or feasibility)
b. Solution – establish service process and standards
3. Gap 3: The Delivery Gap
a. The difference between service standards and actual service delivery
b. Solution – ensure performance meets standards
4. Gap 4: The Communication Gap
a. Internal communications gap – what advertising and sales personnel think are the features,
performance and service level vs. what the company can deliver
b. Overpromise gap – cause by ad and sales people to generate sales
c. Solution – ensure communication is realistic and understood by customers
5. Gap 5: The Perception Gap
a. Difference between what is delivered to the customer and what they perceive they have
received
b. Solution – tangibilize and communicate service quality delivered
6. Gap 6: The Service Quality Gap
a. Difference between what customers expect to receive and their perceptions of the service
delivered
b. MOST IMPORTANT GAP – outcome of all other gaps (solution = close other gaps)
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